visualize distribution chains (across) visualize market economies (top to bottom) ie: wheat ($10/bushel) - processor ($20/bushel) - producer (20 boxes per bushel, $4 box) === consumer ( - $4 box) ie: book publishing author ($200k + royalties) - publisher ($200k + more royalties, $5 per book) - book store ($20 per book) === consumer ($20/book)